{"id":8851,"date":"2020-06-11T16:44:26","date_gmt":"2020-06-11T15:44:26","guid":{"rendered":"https:\/\/www.keyade.com\/?p=8851"},"modified":"2020-06-12T10:01:15","modified_gmt":"2020-06-12T09:01:15","slug":"lavis-de-nos-specialistes-strategie-de-reprise-post-covid-sea","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/lavis-de-nos-specialistes-strategie-de-reprise-post-covid-sea\/","title":{"rendered":"[L\u2019AVIS DE NOS SPECIALISTES] Strat\u00e9gie de reprise post-Covid \/ SEA"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"221\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/Marie-long-1024x221.png\" alt=\"\" class=\"wp-image-8853\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/Marie-long-1024x221.png 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/Marie-long-300x65.png 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/Marie-long-768x166.png 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/Marie-long-1536x331.png 1536w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/Marie-long-464x100.png 464w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/Marie-long.png 1772w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><strong>\u00ab\u00a0<strong>Le SEA offre une formidable visibilit\u00e9 sur les nouveaux modes d&rsquo;achat, dans un contexte o\u00f9 les habitudes de recherche et d&rsquo;achat prises pendant le confinement perdurent<\/strong><\/strong> <strong>\u00bb<\/strong><\/p><\/blockquote>\n\n\n\n<p>Pour beaucoup de commer\u00e7ants et e-commer\u00e7ants, le confinement a acc\u00e9l\u00e9r\u00e9 le d\u00e9ploiement de nouveaux modes d\u2019achat, de collecte et parfois m\u00eame, de paiement. Si les entreprises ont bien s\u00fbr communiqu\u00e9 sur leur site au fur et \u00e0 mesure qu\u2019elles d\u00e9ployaient ces options, celles qui ont continu\u00e9 d\u2019activer des campagnes SEA ont b\u00e9n\u00e9fici\u00e9 d\u2019un vrai soutien de visibilit\u00e9. Le SEA offre aux marques l\u2019opportunit\u00e9 de communiquer ces informations \u00e0 forte valeur ajout\u00e9e d\u00e8s l\u2019\u00e9tape de recherche des consommateurs (dans les annonces, sitelinks, extensions\u2026), alors m\u00eame que ces derniers n\u2019ont pas encore atteint leur site. Le Search constitue donc un moyen r\u00e9actif d\u2019\u00e9merger parmi la concurrence directe.<\/p>\n\n\n\n<p>Google a d\u2019ailleurs beaucoup accompagn\u00e9 cette nouvelle tendance de communication en acc\u00e9l\u00e9rant la sortie de formats tels que Curbside Pickup. Il s\u2019agit d\u2019un format qui permet sp\u00e9cifiquement de communiquer sur diff\u00e9rents modes de retrait au sein des annonces SEA.\u00a0Nous avons eu l\u2019opportunit\u00e9 de tester cette fonctionnalit\u00e9 en beta avec deux retailers, avec des r\u00e9sultats qui t\u00e9moignent de l\u2019int\u00e9r\u00eat montant des consommateurs pour les nouveaux modes d\u2019achat. <\/p>\n\n\n\n<p>A l\u2019heure de la reprise, le SEA a donc toute sa place dans les strat\u00e9gies online des marques. Dans de nombreux secteurs, les habitudes de recherche et d\u2019achat online prises pendant le confinement perdurent et remplacent des d\u00e9placements en point de vente. Le SEA permet aux marques de capter cet incr\u00e9ment de trafic et de se positionner aupr\u00e8s d\u2019une potentielle nouvelle cible sur les moteurs de recherche. Le search joue d\u2019ailleurs un r\u00f4le de laboratoire d\u2019insights. Les outils et donn\u00e9es des plateformes search (Google Trends, dashboards sectoriels et globaux partag\u00e9s par les r\u00e9gies\u2026) permettent non seulement d\u2019identifier les produits et services pour lesquels la demande s\u2019est d\u00e9plac\u00e9e en ligne, mais aussi d\u2019avoir connaissance des nouvelles tendances de demande, permettant d\u2019acc\u00e9l\u00e9rer ou adapter l\u2019offre.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00ab\u00a0Le SEA offre une formidable visibilit\u00e9 sur les nouveaux modes d&rsquo;achat, dans un contexte o\u00f9 les habitudes de recherche et d&rsquo;achat prises pendant le confinement perdurent \u00bb Pour beaucoup de commer\u00e7ants et e-commer\u00e7ants, le confinement a acc\u00e9l\u00e9r\u00e9 le d\u00e9ploiement de nouveaux modes d\u2019achat, de collecte et parfois m\u00eame, de paiement. Si les entreprises ont bien [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8863,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[133,295],"tags":[577,5],"class_list":["post-8851","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sea","category-fil-actualite","tag-post-covid","tag-sea"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[L\u2019AVIS DE NOS SPECIALISTES] Strat\u00e9gie de reprise post-Covid \/ SEA - Keyade<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.keyade.com\/fr\/blog\/lavis-de-nos-specialistes-strategie-de-reprise-post-covid-sea\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[L\u2019AVIS DE NOS SPECIALISTES] Strat\u00e9gie de reprise post-Covid \/ SEA - Keyade\" \/>\n<meta property=\"og:description\" content=\"\u00ab\u00a0Le SEA offre une formidable visibilit\u00e9 sur les nouveaux modes d&rsquo;achat, dans un contexte o\u00f9 les habitudes de recherche et d&rsquo;achat prises pendant le confinement perdurent \u00bb Pour beaucoup de commer\u00e7ants et e-commer\u00e7ants, le confinement a acc\u00e9l\u00e9r\u00e9 le d\u00e9ploiement de nouveaux modes d\u2019achat, de collecte et parfois m\u00eame, de paiement. 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